Food Truck Spotlight

That Food Truck is all about proving how to do it better

In 2022 Anthony Pinheiro and Juanita Keddy launched a food truck called That Truck and share a bit of advice when looking back on getting started: Operators need to trust their gut and not second guess every little thing.

Provided

October 17, 2023 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com

Food Truck Name: That Food Truck
Owners: Anthony Pinheiro and Juanita Keddy
Founded: March, 2022
Location: Ingersoll ON
How many trucks do you operate under this brand? 1
Do you operate brink-and-mortar locations under this brand as well? No

How did you come up with the name?
The logic is/was as we build our fleet it will be that food truck, this food truck, etc.

What prompted you to start a food truck?
We hired a food truck for an event and it was awful. We decided we could do better on all fronts.

What's on your food truck menu? Why did you choose this cuisine?
100% sirloin 6 oz burgers, cheeseburgers, bacon cheeseburgers , spicy cheeseburgers and our legendary bourbon burger, fresh cut fries, poutine, onion rings, bloomin onions, jumbo dogs, chicken tenders, pulled pork on a bun, pulled pork poutine, bacon poutine, bourbon poutine.

Do you make all the food on the truck or do you use home-based kitchen or commissary space?
All made in the truck.

What's the best part of being a food truck operator?
The people and events we get to attend. You meet so many different types of people and they are all fantastic!

What's the worst part of operating a food truck?
Losing every summer to working events and festivals

What lessons have you learned since launching the truck?
Small environment and big menu means having your team flow seamlessly.

Is there anything you would have done differently at the start?
Trusted my gut more, not second guess every little thing.

Any tips/advice to others thinking of launching a food truck?
Pay attention to your area. Sell what the people need and not what you like. For example, don't sell pizza because it's your favorite if there are 10 pizza joints in your town. You are catering to the masses not personal preference.

Do you have any anecdotes about running a food truck?
We love doing weddings, concert venues, etc. but our favorite is the day to day at location. To see people smile and tell us they NEED our burger. That's the best! We did do a campground recently, and as we pulled in we had a parade of people lining the road clapping and cheering for us. That was pretty memorable.

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About Judy Mottl

Judy Mottl is editor of Retail Customer Experience and Digital Signage Today. She has decades of experience as a reporter, writer and editor covering technology and business for top media including AOL, InformationWeek, InternetNews and Food Truck Operator.

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